Independent boutique cinema group Apollo Cinemas has opened its flagship site in London’s West End, the first in a planned £50m rollout of its new luxury cinema concept.

The company, owned by entrepreneur, Paul Gregg, plans to follow the £3m fit out of the Apollo West End cinema with a further 10 multi-screen sites around the UK within the next three years.

Situated on Regent Street, in a grade II-listed building which first housed a cinema back in the 1920s, the luxury five-screen theatre has been granted a full licence so guests will be able to drink alcohol while watching films.

The site boasts granite and marble surfaces and floors, extra wide seats with more legroom and glass and chrome stairways.

In the foyer, posters and cardboard stands have been replaced with touchscreen technology giving film times and trailers, while guests can relax on leather sofas.

“This concept of a quality night out at the cinema has been far too long in coming,” said Gregg. “I want to make a visit to the movies a special occasion once more.

“There is no doubt the consumer demand is out there for a night at the movies that is a little classier and more enjoyable than the rest.”

Apollo currently operates 12 cinemas around the UK and the Apollo West End cinema, designed by William Ellis Architects, is part of the £70m lower Regent Street refurbishment scheme.